Importance Score: 65 / 100 🔴
WWE Vault: A Deep Dive into Wrestling History on YouTube
WWE, a global entertainment powerhouse, boasts a massive presence on YouTube with over 108 million subscribers, placing it among the platform’s most popular channels, just behind PewDiePie in subscriber count. This significant reach necessitates constant interaction with YouTube to optimize content strategies, understand audience engagement, and implement the newest methods for attracting viewers to their professional wrestling programming.
Expanding the Digital Universe: The Birth of WWE Vault
Recognizing the evolving digital landscape, WWE strategically revamped its YouTube approach last year by introducing WWE Vault. This dedicated channel became the central hub for timeless content, showcasing classic live events, complete matches, and rare archival gems. Much of this vintage wrestling footage was unveiled to fans for the very first time, and despite the wrestling community’s notoriously critical nature, WWE Vault was immediately embraced by enthusiasts.
Fan Reaction and Filling a Void
The positive response from fans is palpable in the comments sections of WWE Vault videos, with many expressing gratitude for the channel. WWE Vault effectively addressed a gap created when the WWE Network transitioned following the streaming partnership between WWE and Peacock, providing a new avenue for accessing classic content.
Focusing the Flagship Channel on Contemporary Programming
The creation of WWE Vault also allowed the main WWE YouTube channel to concentrate on contemporary WWE content, featuring current stars like Cody Rhodes, Roman Reigns, Gunther, and CM Punk. Steve Braband, who leads WWE’s digital initiatives, explained, “Our current product on our main channel seemed to be overshadowing much of our historical content. We realized our historical content still holds significant value on YouTube.”
The Strategy Behind the Vault
While the primary WWE channel still features some older programming, such as a recent countdown of the top 50 WrestleMania matches leading up to WrestleMania 41, the majority of archival content is now directed to WWE Vault. Braband noted the internet wrestling community’s curiosity about the channel’s management, clarifying that it is a collaborative effort involving numerous long-tenured employees. He added, “We possess extensive in-house knowledge of past clips and previously unreleased footage.”
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“As much as people want to believe it’s one person just clipping and posting the best video they could find off a server, there’s a whole cohesive digital strategy to it.”
Unveiling Rare and Unseen Content
While access to vintage pay-per-views (now termed “premium live events”) for free on YouTube is a perk for fans without Peacock subscriptions, it is the raw, never-before-seen clips that truly captivate long-time viewers and encourage channel subscriptions. Historically, WWE was less inclined to reveal behind-the-scenes glimpses. Such moments were occasionally available on DVD documentaries, but now they are regularly featured on the WWE Vault YouTube channel. Although full matches remain popular, these unique, candid segments have proven exceptionally engaging and captivating for wrestling aficionados.
“Found Footage” and Backstage Gems
A standout offering on WWE Vault is the “Found Footage” series. WWE’s team of archivists, researchers, and video editors meticulously explore the company’s vast archives to uncover backstage moments, wrestler interactions with fans, and even footage from non-televised live events, known as house shows. “We are now more open to releasing some of this unseen footage on Vault,” Braband mentioned, highlighting a shift in content strategy.
Nostalgia and “Story Of” Compilations
An example provided showcases wrestlers enjoying an arcade game during breaks in Monday Night Raw TV show openings. Another clip features Bret “Hitman” Hart casually offering Jerry Lawler tickets to a Cavaliers/Celtics game, despite their on-screen rivalry. These nostalgic snippets can draw back even lapsed WWE viewers. Furthermore, WWE Vault presents “The Story Of” compilations, condensing entire rivalries and storylines into single videos, streamlining the viewing experience for fans interested in reliving specific narratives.
Dedicated Team and Cohesive Digital Strategy
Braband emphasized the dedication of the team behind WWE Vault: “We have individuals who are genuinely passionate about this work.” He credited Ryan Murphy and John Clapp for leading a team of content researchers and video editors, stating, “It’s a skilled group utilizing content research and our video editing teams. Contrary to the notion of a single person randomly uploading videos, there is a well-defined and cohesive digital strategy driving WWE Vault’s content.”
Evergreen Content and John Cena Highlights
Similar to WWE’s main YouTube channel, some videos on WWE Vault are temporary, while others are designed for sustained viewership. Collections focusing on enduring stars, like John Cena during his current in-ring appearances, are expected to accumulate significant views. “The editing style is intentionally raw, not comprehensively polished,” Braband explained, “aiming for these videos to remain accessible on the channel throughout Cena’s current run.”
Expanding into WCW and ECW Channels
Building on the success of WWE Vault, WWE has recently launched specialized channels for WCW and plans to introduce one for ECW in the near future. WCW, or World Championship Wrestling was a former competitor acquired by WWE. ECW or Extreme Championship Wrestling showcased more brutal wrestling events. “These channels provide clear destinations for fans seeking specific content,” Braband stated regarding this targeted approach. Currently, the content strategy mirrors WWE Vault, featuring weekly uploads of matches and complete events. However, the company anticipates incorporating more original programming into these specialized WWE YouTube channels as part of their broader strategy to engage fans across various platforms.